Full Breakdown
Hailey Bieber Becomes the Global Face of DKNY for Fall 2025 Campaign
9/3/2025, 6:13:39 AM
New Partnership Announcement
Hailey Bieber has been named the new global face of DKNY, marking a significant collaboration for the brand as it unveils its Fall 2025 collection. This partnership is seen as a fresh chapter for DKNY, which has long been synonymous with New York street style. The campaign, photographed by Mikael Jansson, showcases Bieber in a variety of looks that blend classic DKNY pieces with modern silhouettes, emphasizing her unique style and connection to the city.
Campaign Highlights and Style Elements
The campaign features Bieber in key items from the DKNY est. 1989 capsule collection, including a structured black blazer over a crisp white shirt, relaxed denim, and chunky loafers. Notable pieces include a vibrant varsity jacket with neon lettering, oversized Glen plaid blazers, and voluminous outerwear like a black faux fur coat and a brown leather bomber. Accessories such as the new Hadlee Bag, the Paula Commuter Tote, and the archival Chana ’89 bag complement the collection, while a reimagined New York Yankees cap adds a local touch.
Jeff Goldfarb, Executive Vice President of G-III Apparel Group, expressed enthusiasm about Bieber's selection, stating that her aspirational yet relatable style captures the essence of the brand. He noted, “Hailey gives off incredible energy through her attitude and style that captures the spirit of New York.”
Background and Context
Bieber's appointment comes at a pivotal moment in her career, following the acquisition of her beauty brand, Rhode, by E.l.f. Beauty for $1 billion in May 2025. This success, coupled with her recent role as a new mother, positions her as a multifaceted figure in the fashion industry. The campaign represents a return to her modeling roots, showcasing her ability to blend personal style with brand identity.
Official Statements & Responses
In a press release, DKNY described Bieber as a "modern-day muse" and a "force of nature," highlighting her blend of quiet confidence and creative vision. The campaign aims to resonate with a global audience, reflecting the brand's commitment to timeless style while embracing contemporary trends. Creative director Trey Laird emphasized the importance of selecting an ambassador who embodies the brand's ethos, stating, “Hailey’s style was authentic to DKNY, mixing something masculine with something feminine.”
Criticism & Opposition
While the campaign has been largely well-received, some critics argue that celebrity endorsements can overshadow the brand's core values. Concerns have been raised about whether such partnerships dilute the authenticity of fashion brands, particularly those rooted in specific cultural identities like DKNY.
What's Next
The Fall 2025 collection is now available for purchase globally on DKNY.com and in select retailers. The campaign will be promoted through a diverse media mix, including social media, digital platforms, and influencer partnerships, ensuring a broad reach to audiences worldwide.
Verbatim Quotes
- “'DKNY channels everything I love about New York: it's energized, unique and full of inspiration,' Hailey told People.” — Hailey Bieber
- “We are excited to have Hailey as the global face of DKNY. Beyond her phenomenal success story, she has an aspirational yet relatable style that captures our brand ethos. Hailey gives off incredible energy through her attitude and style that captures the spirit of New York,” — Jeff Goldfarb, Executive Vice President of G-III Apparel Group
This collaboration not only highlights Hailey Bieber's influence in the fashion world but also reinforces DKNY's commitment to evolving its identity while staying true to its New York roots.
